CONSUMER BEHAVIOUR

Four consumer trends that are reshaping Africa’s FMCG sector in 2025

By our African Marketing Confederation News Team | 2025

New GeoPoll study of three African markets finds that quality is the number one factor driving purchase decisions.

Africa is one of the fastest-growing consumer markets in the world – but it’s not business as usual anymore. There are deep shifts in behaviour, expectations and buying habits compared to previous similar studies.

Photo: Eve Gray via Flickr

This is according to a blog post published this week by research company GeoPoll, analysing its latest study of over 2,500 consumers in three key African markets to understand what’s driving their decisions in 2025. The markets covered are Kenya, Nigeria and South Africa. 

 

Frankline Kibuacha, Marketing Director at GeoPoll and author of the post, says there are four critical elements that emerge from the ‘FMCG & Consumer Insights in Africa 2025’ report. 

 

Quality is the new currency  

 

Across all 10 FMCG categories studied, quality is the number one factor driving purchase decisions, even above price and brand clout. Consumers in 2025 are choosing brands they trust, not just ones they can afford – even in staples like oil and sugar. 

 

What this means for your brand is that consumers are willing to pay more for trusted, safe and effective products. Your brand’s integrity, consistency and performance matter more than ever. If you’re competing solely on price, it might be time to rethink your value proposition. 

 

The omnichannel battlefield 

 

Supermarkets are still the top purchase point in most categories. Yet informal outlets such as dukas, spazas, kiosks and open markets are alive and thriving. Online channels, while small now, are gaining share – especially in beauty and packaged food. 

 

“For marketers, winning in Africa means building an omnichannel strategy. Maintain visibility in supermarkets, but don’t ignore the informal market where loyalty and convenience often reign, or the emerging digital paths,” Kibuacha emphasises. 

 

There’s growth hiding in plain sight 

 

To understand where the next battle for consumer attention is, look at categories with high non-consumption. For example: 

 

  • 25% of consumers don’t buy beauty products. 

 

  • 27% skip packaged food entirely. 

 

“There are two ways to look at it as a brand – keep off, or take it as an opportunity,” notes Kibuacha. “Brands that tailor their pricing, packaging, or awareness campaigns to these untapped segments can unlock a real competitive advantage.” 

 

Online shopping is small but growing fast 

 

Online purchases remain under 5% in most categories, but in segments like beauty and packaged food, digital is a big option and is gaining significant ground. 

 

Forward-thinking FMCG companies should begin investing in omnichannel strategies, particularly in urban centres where mobile usage is highest. It’s not about e-commerce dominance – it’s about early-mover advantage. 

 

You can access the GeoPoll full report here. 

View all articles »
author avatar
Rozanne
See Full Bio

PUBLICATIONS

Strategic Marketing for Africa Magazine

CONTACT INFORMATION

[email protected]

0
    Your Cart
    Your cart is emptyReturn to Shop
    Continue Shopping

    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.